Section 1. Executive Summary
A. Sensation Transference
B. Use qualitative tests the right way
C. Know it is a strategic toolbox
Section 2. Packaging Success Case Story
The Story of Smucker’s Plastic Squeeze for Jelly
Section 3. PTIS Packaging Lessons Learned
- Start with the consumer!
- Sensation transference
- Remember the PTIS Product Formula©
- Look for gaps
- Metrics are critical
- Eye tracking can be a useful tool
- Tests have to echo reality
- Test everything in context
- Qualitatively test to develop insights and direction
- Quantitatively test integrated solutions
- Test commercial samples
- Preview the work of screeners and discussion guides
- Design must support the brand
- Never test in the board room
- Use observation and video
- Don’t accept “I can’t do that research”
- Differentiation and relevance drive brand value
- Push for new approaches
- Use case stories to relate packaging’s value
- Rely on expertise of consumer insight pros
- Packaging is responsible
Section 4. Where Consumer Insights Guide Package Development
Typical Development Cycle for New Consumer Products
Section 5. Sensation Transference - The Foundation for Packaging Consumer Insight
A. Cheskin’s contribution to marketing (and ultimately packaging)
B. Sensation Transference and Packaging
Section 6. Critical Junctures
A. First Moment of Truth
B. Understanding How We Buy
C. Second Moment of Truth
D. The need for functional packaging research
Section 7. Development Tools and Processes
A. Qualitative Tools
Focus Groups
1:1 and Dyads and Triads
Proprietary Insight Groups
Custom Approaches to Qualitative Research
Observational Research: Ethnography and Exnography
Ethnographic research
Exnographic research
New Resources for Consumer Insight Identification
B. Quantitative Tools
Surveys
Eye-Tracking Systems
Virtual Store Simulation Testing
Usage Testing
Section 8. Comparison of Consumer Insight Tools and Processes
Summary Description: Consumer Insight Tools for Package Development
Section 9. Implementing Consumer Insight Tools
Appendix I. Case Stories
A. Case Story. Domino® Sugar Plastic Canister
B. Case story: Dutch Boy® Twist and Pour Paint Can
C. Case Story: Dean’s Milk Chug and Flavored Milk
Appendix II. Testing Methods in Detail
A. Retail Experience Centers
B. Social Networks Dimensions of social media
C. Collaborations
D. Open Innovation
1. Procter & Gamble
2. Kraft
3. General Mills
E. PTIS Packaging Consumer Roadmap
Why Use It? When Is It Useful?
Who Has Used The Consumer Roadmap Tool?
Potential Pitfalls
Costs and Timing
F. Quantitative Tools - Surveys
G. Eye Tracking System
H. Virtual Reality Testing
I. Usage Testing
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